Brands Enter ChatGPT as Klarna Adds Shopping for Consumers

Fintech firm Klarna has integrated its shopping search function into ChatGPT in a move that will give consumers access to product discovery without switching between multiple platforms or browser tabs.

According to Adobe, traffic from AI platforms to retail sites grew almost 700% during the 2025 holiday season. Shoppers arriving from these platforms had a conversion rate of 31%.

The Klarna Shopping Search app now operates within OpenAI's conversational AI tool. 

Users can describe products in natural language and receive results showing availability, current pricing and offers from merchants in the chat interface.

Consumers select items and are then directed to the merchant's website to complete transactions.

Klarna says the integration connects ChatGPT to live commerce data covering more than 100 million products across 13 markets and 400 million merchant listings.

Conversational product search

The integration allows shoppers to browse without opening new tabs or comparing prices across separate retail websites. Results appear visually within the ChatGPT conversation.

Retailers are displayed based on relevance to the search query. Sponsored merchants carry clear labels to distinguish paid placements from organic results.

Users continue their conversation as they refine searches.

The tool draws from Klarna's Product Search MCP server, which feeds real-time product information into ChatGPT.

David Sykes, Chief Commercial Officer at Klarna, says: "ChatGPT is where millions of people already turn when they're figuring out what they want. We're plugging our merchant network directly into that moment. 

“A consumer who last week would have spent twenty minutes comparing tabs now gets a real answer in one conversation, creating a more seamless experience from idea to purchase."

Financial services in ChatGPT

Other financial institutions are building services within the ChatGPT platform. NatWest became the first UK bank to launch a dedicated app in ChatGPT.

According to the bank, 56% of British adults now use AI for financial advice.

NatWest's integration targets home buyers by allowing them to input income and outgoings for mortgage advice and borrowing capacity estimates.

The bank routes users to official channels when they are ready to complete transactions. NatWest says it adheres to ethical codes in handling customer data within the platform.

In the US, OpenAI partnered with financial API network Plaid to allow ChatGPT Pro users to link live financial accounts. The integration gives the AI access to real-time balances, investments and transaction patterns.

Consumer expectations for AI

OpenAI states the feature does not replace professional financial advice. The tool aims to support financial literacy and budgeting through contextual information.

The shift towards AI-powered interfaces could change how consumers interact with brands during purchasing decisions.

Retailers may need to adapt to environments where product searches happen within conversational tools rather than traditional ecommerce sites.

Klarna's approach consolidates discovery and comparison into a single interface. The model could reduce friction in the customer journey by eliminating steps between product research and purchase intent.

Financial institutions are testing how conversational AI fits into advisory services. The integrations suggest brands are exploring ways to meet consumers in platforms they already use for information gathering.